The Payout Of Pins
Pinterest's audience isn't massive -- it ended 2013 with just under 35 million monthly average users according to Emarketer. What it lacks in size, however, it more than makes for with targeted engagement and a sales mindset. This week Pinterest continued its careful march towards tapping that audience with the rollout of 'Promoted Pins'. Ad Age interviewed Partnerships head Joanne Bradford and provided a good overview of how Promoted Pins will work.
There are good reasons why, as Pando noted, marketers have 'been waiting excitedly to throw money at Pinterest'. The Social Times analyzed a mostly female audience of early adopters that could be difficult to reach when they are not on Pinterest. Pins can go viral easily and Ad Exchanger noted that Re-Pins will lose their advertising tag and become generic Pins. ReadWrite was also enthusiastic, speculating that promotions on the world's largest scrap book could eventually become television's first real 'click to buy' button.